Grove by Elm Street Technology: Why We Built a CRM for Your Sphere

Grove by Elm Street Technology is officially here. It's a real estate CRM built for one kind of business: the kind that comes back to you. Past clients, referrals, and the people who already know you and trust you.

Grove comes from Elm Street Technology, the team behind IDX Broker, OutboundEngine, IXACT Contact, Aiva and VoicePad. We've built software for real estate professionals since 2016, and tens of thousands of agents, teams and brokerages use our tools today. Grove takes what we've learned from all of them and puts it into one CRM built around repeat and referral business.

So let's talk about why we built it, what it actually does, and where it fits.

Why did Elm Street Technology build Grove?

Because your best business is also the easiest business to lose track of.

Look at the numbers. According to the National Association of REALTORS® 2025 Profile of Home Buyers and Sellers, 66% of sellers found their agent through a referral or went back to an agent they'd worked with before. On the buy side, 43% of buyers used an agent they found through a referral. On top of that, 80% of sellers only contacted one agent before they hired someone.

Think about what that means. By the time someone is ready to move, they've usually already decided who to call. It's whoever they thought of first.

Nobody needs to be convinced that their sphere matters. The hard part is keeping up with it. Two thousand people don't fit in anyone's head. The birthday, the home anniversary, the "we're thinking about selling next spring" comment at a barbecue. They all get buried under whatever deal is on fire this week. Not because you don't care, but because you're busy.

That gap isn't a service problem. It's a memory problem. That's what Grove fixes.

What did ten years of building for agents teach us?

A few things kept showing up across every Elm Street brand, and each one shaped how we built Grove.

Agents don't need more names. They need to know who to call.

You already have a database. What you don't have is a quick answer to "who should I reach out to today, and why?" So that's the first thing Grove shows you: a short list of people in your sphere, with the reason attached to every name.

A CRM only helps if you actually open it.

So many agents set up a CRM once and never really go back. That's why we built Grove around a simple daily habit. Log in, see who needs you, make your touches. Done.

Staying in touch can't depend on finding time to write.

Writing something worth reading every single month is a lot to ask. Our content team has been writing marketing on behalf of agents for years, and we built that right into Grove. Every month, Grove writes your newsletter and puts your branding on it. You can review or edit it before it goes out.

Agents want a real person when they need help.

There's nothing worse than support that doesn't get real estate. Grove's support team is available Monday through Friday, 9 a.m. to 5 p.m. ET, and they know the business, not just the software.

What does Grove by Elm Street Technology do for real estate agents?

Short version? Grove takes four big jobs off your plate.

What Grove by Elm Street Technology does: 4 jobs it handles for agents

1. Tells you who to reach out to. Every time you log in, Grove shows you the people in your sphere who need some attention, and why. Want help with the message? Ask Grove, the assistant built into Grove, can draft a note from your own notes. You make it sound like you and send it.
2. Keeps you top of mind with everyone else. Grove writes a branded monthly newsletter you can review before it goes out. You also get email templates for life's big moments, plus AI-drafted campaigns for anything else you want to say.
3. Makes your referrals visible. Every contact record in Grove shows who referred whom, who lives in the same household, and the lenders, inspectors and attorneys you work with. So you can finally spot the client who's sent you three closings and hasn't heard from you in a while.
4. Tracks your deals and goals. Grove comes with deal stages and playbooks ready to go, one list for every task you owe a client, and activity goals (like daily sphere touches) measured against what you're actually doing.

Want the full tour with screenshots? Check out Meet Grove: The Real Estate CRM Built Around Your Sphere of Influence on the Grove blog.

How does Grove fit with Elm Street Technology's other brands?

Each of our brands handles a different part of your business. For example, IDX Broker powers property search on agent and brokerage websites, and OutboundEngine automates email and social marketing for real estate professionals.

Grove is all about the relationships. It's where you keep track of the people who know you, figure out who to reach out to, and stay in front of everyone else.

Built on the same foundation

Grove runs on the same infrastructure and security standards we use across every Elm Street product. Your contacts are yours, always.

Its own brand, with Elm Street behind it

Grove has its own name and its own home at getgrove.com, and that was on purpose. It's built around one idea: repeat and referral business grows the way a grove does, with every relationship feeding the next. Elm Street Technology builds it, supports it and stands behind it.

What does Grove cost?

Grove is $60 a month, or $600 a year if you pay annually. One plan, everything included: your daily list of who to reach out to, Ask Grove, the done-for-you newsletter, templates, campaigns, referral tracking, deals and goals.

You can try it free for 15 days. You'll add a card to start, nothing gets charged during the trial, and billing starts on day 16. All prices exclude applicable sales and use taxes based on your location.

Frequently asked questions

Who created Grove?

Grove was created by Elm Street Technology. We've been building software for real estate professionals since 2016, through brands like IDX Broker, OutboundEngine, IXACT Contact, Aiva and VoicePad.

Is Grove by Elm Street Technology a separate company?

Nope. Grove is an Elm Street Technology product with its own brand and website at getgrove.com. Our team builds and supports it, and you can reach Grove support at grove@elmstreet.com or (888) 268-6905.

Who is Grove built for?

Agents whose business grows through their sphere: past clients, referrals and the people who already know them. If most of your closings come from relationships, Grove was built around the way you already work.

How is Grove different from other real estate CRMs?

Grove starts with the relationships you already have, not contacts you have to go buy. It tells you who to reach out to and why every time you log in, and it writes your monthly newsletter for you. Plus, there's one price with everything included. No tiers, no add-ons.

How much does Grove cost?

$60 a month or $600 a year, with a 15-day free trial. Every plan includes the full product. All prices exclude applicable sales and use taxes based on your location.

Is my contact data safe in Grove?

Yes. Grove runs on the same infrastructure and security standards Elm Street Technology uses across all of its products. Your contacts and client relationships stay yours, always.

If most of your business comes from people who already know you, Grove was built for you. Start your 15-day free trial and see who Grove tells you to reach out to first. Or if you'd rather see it in action, book a demo with our team.